In 2000‚ the Kingsford charcoal brand was facing revenues below forecasted levels‚ while the charcoal category as a whole was slowing. During this time‚ Kingsford actually increased its market share in the charcoal category‚ however it faced burgeoning competition in the gas grill market. Consequently‚ brand managers Marcilie Smith Boyle and Allison Warren must form a plan involving pricing‚ advertising‚ promotion‚ and production to generate further sales growth Kingsford should not immediately
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Kingsford charcoal marketing report Kingsford charcoal brand is well known in barbecuing community across United States. Over time‚ it consists in the message communication and marketing strategies to building and maintaining this strong brand image. But in 2000‚ Kingsford faced a decline in sales and the category appeared softer than it had in previous years. This report discusses and analyses the issues that Kingsford had‚ as well as comes out some recommendations to overcoming the softening of
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competitors: Kingsford is a well known brand of charcoal for barbeque purpose in US. Clorox purchased it in 1973. It accounts for 9% of Clorox’s revenue in 2000. Kingsford only have two main competitors in the market‚ Royal Oak and private labels. Key trend and key success factor: Grilling is a popular event in US. Common reasons for barbecuing are great flavor‚ outdoor social activities‚ change of pace etc. Charcoal and gas grilling are the most common methods. The success of Kingsford is due to discipline
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Casework Kingsford Charcoal: overcoming the softening in the charcoal category PROBLEM STATEMENT Taking into account the slowdown in the overall charcoal category‚ the main problem of Kingsford Charcoal (KC) is how to determine the right strategy in order to improve its sales and profits and ensure future growth of the company. This strategy has the following issues: 1. How to overcome the penetration of gas grill usage? 2. Increasing advertising - will it help the company to improve the
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Kingsford’s greatest strength is it’s a leading product in the charcoal industry‚ and it has maintained a healthy‚ positive relationship with charcoal consumers. In fact‚ Kingsford had a 59.5 percent market share compared to 6.4 percent of Royal Oak and 32.7 percent of the private brands. In fact‚ Kingsford is considered superior in product quality compared to Royal Oak and private labels‚ and 60 percent of surveyed consumers indicated Kingsford was better quality. One of Kingsford’s greatest weaknesses
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Date: Kingsford Value Proposition | For (customer)‚ (company) offers its (product)‚ which unlike the (competition) provides the owner with (benefit). | 5Cs | 4 P’s | Customer * Barbeque Grill owners – * 80% of owners were young‚ from large and high income families * > 50% of the owners were MED-HI users * 60% of the owners were men * Popular grilling events – July 4th‚ Labor Day‚ Tailgating | Product * Kingsford Charcoal – for grilling * Invented by Henry Ford
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Tamer Professor Glenn Pitman – MKTG 324 KINGSFORD CHARCOAL CASE STUDY Kingsford is the leading producer of premium segment charcoal grilling products. It is a division of Clorox that sells charcoal and currently generates 9% of Clorox’s revenues. Kingsford products are available nationwide at variety of stores like food stores‚ mass stores and FDMs. The brand is offering two types including instant (red bag) and regular (blue bag). The successful US leader Kingsford has faced challenges in the industry
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softening situation‚ I believe that Kingsford should increase prices and shift its spending from sales promotion to media marketing in order to improve Kingsford’s profit in the short term and invest more in R&D to create new products in the long term. Pricing strategy plays a key role for Kingsford’s profitability in 2001. Recent price increases for private label brands reduced its price gap with premium brands‚ which eroded the premium brand image of Kingsford (see exhibit 1). Among the four pricing
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Charcoal ANGELICUM COLLEGE Quezon City An Investigatory Project: Charcoal Leaves as an alternative for cooking Presented to: Ms. Rowelyn Molina In Partial Fulfillment of the Requirements in Physics Submitted by: Christine Siatan Edbal Cajilig Laura Coronel Tristan Yapchiongco Japeth Mendoza Ericka Dizon Gabriel Cabacungan Jetrix Jose Abstract Dried leaves are the main material in the project. The purpose of doing the project is to find an alternative if the ordinary is not available. And the researchers
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Charcoal. Charcoal is one of the best substances to absorb smells. You will find that charcoal is used in many air and water filters. Grab a chunk of charcoal‚ the ones you use to grill will work fine‚ leave the charcoal in the car for a few days‚ and you will soon find the smells have gone away because they are absorbed into the charcoal. In this investigatory project its main purpose is to find out if how can charcoal be used as a filter and how does it work? Since charcoal is made out of carbon
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